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Professionals and technical experts from the world of tourism, in areas of market development, new trends and new technology, as well as economic specialists will meet in Adeje from April 24th to 28th to take part in the ‘I Executive Program for the Tourism Industry’, organised by the Hispanic American College, in partnership with the Adeje Council, Ashotel and the Melía corporation.

The five day event will bring together people from both public and private institutions to work towards improving excellence in the sector.

At the presentation of the event yesterday were Adeje tourism councillor Ermitas Moreira, Hispanic American College CEO Ray Cazorla, General Manager of Melía Hotels International Francisco Pérez and Jesús Acosta, founder and CEO of Soy Digital Network. Areas to be explored during the five days will include the management of change and leadership, challenges to the hotel industry, financing the sector, digital marketing and aspects of staffing the tourism industry among other things.

We are always looking to improve the destination and this has a lot to do with training, so events like these are very important”, commented the Adeje tourism councillor. She continued, “This is bringing together a particular group in the search for excellence, something of particular importance for professionals in the sector and we are sure that there will be a positive reaction because we are dealing with the basic tools needed to advance the sector and promote the destination, from digital marketing to human resources, and the improvement of the treatment of our client base”.

Ray Cazorla noted that “the programme of activities has an important international side, with speakers coming from Harvard University as well as invited guests such as a former health minister from Chile who will talk about his experience in healthy tourism.” Cazorla also stressed the important role education plays, as well as stating that they were interested in learning about the “circumstances that the tourism industry in the Canary Islands finds itself in, to engage the program that we are developing in Chile, New York, Madrid and Seville and to also allow for feedback about what is happening in the industry”.

The X Costa Adeje Cocktail Competition will also be a qualifier for nationals and in parallel the borough will host the Costa Adeje Gin & Tonic Schweppes Trophy

The Adeje council have announced details of the X Costa Adeje Cocktail Competition which this year will also be a classification round for Federation of Spanish Barmen’s Associations – F.A.B.E. At the same time the Costa Adeje Gin & Tonic Schweppes Trophy will also be taking place.

During the presentation of the event, which takes place on Friday February 27th, the mayor Jose Miguel Rodríguez Fraga was joined by Jorge Marichal, president of Ashotel, the provincial hoteliers association, and Antonio Mesa of the Tenerife Barmen Association. The mayor said it was excellent to be able to support this event which “is another way of promoting the destination as a leader in all aspects as this is also closely linked to tourism, which is about much more than beds and occupation statistics but also about the innovation within the sector”.

Jorge Marichal said he was delighted “to support gastronomic initiatives which worked to improve and diversify tourism and demonstrated the professionalism within the sector. Antonio Mesa said this was an event in which quality and innovation were the main ingredients in the cocktails that would be presented.

This year the event will also be a qualifier for the national cocktail competition which will take place in October in the hotel H10 Costa Adeje with the best bar men and women in the country and the winner of that competition will subsequently represent Spain in the world championships in Tokyo later this year.

This year there are three categories, the Long Drink, Barman (27 years +) Barman Junior (-27 years) and the rules laid down by the organisers are very strict in terms of balance of alcohol and other ingredients to be used.
In parallel the Schweppes Trophy is being held with technique and taste the keys to the winning drink.
There will also be a master class with Vito Calculli, Italian barchef and mixologist based in Adeje, considered one of the leaders in innovation in the cocktail world. His workshop will be based on the elaboration of cocktails made with sea water and seaweeds, served for the first time in Spain, which, in the eyes of the experts, promote a new aspect of cocktails as a promoter of balance and the fusion of autonomous fresh Canarian ingredients. He has said that he is happy to speak English as well as Spanish during the masterclass if translations are needed.

The mayor said “the council have also supported these kinds of events which bring added value to our borough and the Costa Adeje destination while also helping professionals within the gastronomy sector.”